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In the 1920s the founders of Maidenform, Ida and William Rosenthal and Enid Bissett, revolutionized the way women presented themselves. Before then, fashion focused on a boyish silhouette with bras that were typically a bandeau style meant to flatten breasts. Realizing that women would look better with a more natural and womanly silhouette, they constructed the first of the bra styles that we know today: two distinct cups separated by an elastic center piece.

Today, Maidenform is a market leader in women's lingerie, selling in countries worldwide. Maidenform bras, panties and shapewear continue the tradition of great fit combined with a youthful and fashion-forward outlook. Maidenform bras are known for offering varying levels of shaping and lift to suit everything in your wardrobe. Their bras are most suited to small-to-average sized busts, with a great selection of lightly padded and shallow demi cup styles. Whatever styles you like, you can expect great support, a comfortable fit and styles to suit everything in your wardrobe.

Maidenform lingerie maintains its commitment to fashionable design and offers many products in both basic and stylish colors. Their variety of style lines allow us to choose just how much “oomph” we want, with the Custom Lift collection delivering varying lift by cup size. Whether we want a smooth and refined look for day or extreme peek-a-boo cleavage for nights out, there is a Maidenform bra for the occasion.

HerRoom customer favorites include the Comfort Devotion collection, which includes bras, panties and shapewear. The Maidenform One Fab Fit collection is also extremely popular and includes demi cups, underwire bras and t-back styles. This collection also includes panties, among them high-cut briefs and hipster panties.
 
Maidenform panties include many styles, making them market leaders. The tanga panty is a perennial favorite for both comfort and sexiness. Other Maidenform panty styles include briefs, bikinis, boyshorts, hipsters and thongs. You'll find fun designs, too, like heather stripes, stretch lace and animal prints. 

Many of us remember the old Dream campaign and the Maidenform Woman ads from the 60s, and you might think of Maidenform as an old-fashioned brand. In fact, both their marketing campaigns and their design teams have always been progressive. Starting in the 1970s Maidenform aimed at a younger customer base with less structured bras and color coordinated collections. For some of us, the Sweet Nothings bra may have been our very first. Now, after over 80 years, Maidenform is in its third generation of family management and still producing fashionable, youthful products for women of all shapes and ages.